the Challenge: Create a mother brand that generates the feeling that this company has been in existence for generations (100 years).
Rooibos the ingredient is normally drunk as a tea but this brand sells it ground as an espresso. I have included some traditional coffee imagery to consider including in the design to illicit the association with coffee.
The product is from Africa and it is ingested. Africa has bad associations (war, famine, corruption, disease). This brand must give the consumer confidence that it is safe, established, lovingly nurtured from the soil and hand crafted with dedicated care.
the brand will appear on the back of the packaging. the products will be sold under their own sub-brands (very simple bold type face like: RED, ORGANIC, TRADITION, FAIRTRADE, BLEND). This competition is to create that confidence giving brand that says: 100 years of tradition, old fashioned craftsmanship, tested by generations safe to drink.